NBC provided 171 hours of programming for the Atlanta games 16 years ago, and this year will offer about 5,535 hours via online streaming, TV and cable. Yet the network has received some criticism for its decisions to delay coverage of events and require a cable subscription for those wanting to stream events live online.
“At the Sydney Olympics in 2000, broadband wasn’t widely available. In Athens in 2004, the smartphone was in its infancy. In Beijing four years ago, social networks had not yet exploded,” notes Wired. “Today, all three have dovetailed in a crush of information.”
That perfect storm has left NBC is a tough position. It wants viewers to tune into its primetime broadcasts each night, and so is delaying some of its coverage, but many people don’t watch TV that way anymore. It’s too easy (and almost unavoidable) to learn results prior to primetime.
“CBS gets it,” notes Forbes in a related article. “Their telecast of the Grammy’s earlier this year grabbed the largest audience since 1984, mainly because of the vast back-channel conversation blasting through Twitter and Facebook. It was snarky, it was goofy, it was great fun — but you had to watch live to participate.”
However, the Grammy coverage involves a single event that doesn’t face the same challenges in covering multiple daily events from another country that lasts weeks. The Wall Street Journal noted in its review that the approach is “forcing Olympics lovers to consider the unthinkable — staying off the Internet for much of the games’ 17-day span to avoid spoilers.”
As Forbes notes, Olympic-themed tweets may be trending on Twitter in real time, but users are likely unable to watch those events until much later, making it difficult for users to engage socially — a significant component of modern TV viewing.
“I don’t pretend that everything will be perfect,” said Mark Lazarus, head of NBC Sports Group. But the number of people tuning in “is a great early sign that our strategy of driving people to watch NBC in primetime is working.”
This is historic for NBC, marking the first time the network is streaming all of the Olympic events. “On Sunday, 11.4 million videos were watched on NBCOlympics.com, and about half of them were watched live,” notes WSJ. “That is almost triple the number from Beijing on its first Sunday of competition.”
NBC provided 171 hours of programming for the Atlanta games 16 years ago, and this year will offer about 5,535 hours via online streaming, TV and cable. Yet the network has received some criticism for its decisions to delay coverage of events and require a cable subscription for those wanting to stream events live online.
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